Parking Billing/ Invoice

Shop Front Product Packaging

Entry Stacking/ Display

Availability of
Sales people
Products
Shop space &
Seating In-store
Layout

Price Tag Rest room

Customer
Ambience
Engagement
 r hile your firm may be doing well, there are opportunities for dramatic
CTM improvement in the customer-centricity of your organisations
Observer:

r
our organization is making progress on improving customer experiences and

is generating some positive feedback as a result. However, you are still
CTM
Follower: following the Customer Touch point Management leadership of others

r Customer Touch point Management revolution leader, your organization is

benefiting from being ahead of the customer experience curve.
ou excel in
CTM
Leader: comparison with the majority of your competition

r
our organization is the inspiration for the touch point revolution both within
and outside of your industry.
ou have established benchmarks and best
CTM
Visionary: practices for developing and implementing a comprehensive CTM plan
ohn Players, MG Road on 9th

August 2010
`

( Security personnel absent
at the entrance thus no one
to open door
( Staff absent to greet the
customer at the entrance
becoming a negative factor
in moment of truth
`MPROVMT
( Security Personnel should
be there at the door to
open it for you else if
possible make it an
automatic door to make
experience pleasant for the
customer
`


( ºo one to keep baggage on

the counter thus handling
them and shopping is not a
nice experience
`MPROVMT
( A staff to deposit baggage
at the entrance with a
token and a small greeting
from him will do a world of
good to the overall
shopping experience
`

( Heavy rush inside the store
due to sale season exposing
the less number of staff
( Absence of back store room
thus stock lying on one side of
the floor making it untidy
( Repetition of design and
same size on the shelf
causing confusion in the mind
of customer and makes
exposure to the entire stock
difficult
`MPROVMT
( Differential number of sales
staff must be present
Ñ Example:- During season sale
or Sundays more staff should
be present, hired on daily bases
to avoid rush of the customer
inside the store and thus not
making chaotic situation
( A small back door room must
be present to accommodate
duplicate apparels and thus
not confusing customer with
same design
`

( ënprofessional salesman hired
from unorganized sector having
no communication skills to
handle customer
( Clothes tried lying on the floor
because no staff to put that back
( Salesman forcing the customer
to buy their products
irrespective of the interest of the
customer towards their product
( Sales arguing on the similar
colours and forcing you to buy
both the products
`MPROVMT
( Provide communication training
to the salesman because more
than anything they are
representing ITC at customer level
( They should be smart enough to
understand consumer behaviour
and should not force customer to
buy a product because excessive
talking can also make customer
uncomfortable
( Should be given rigorous training
with various types of customer so
that they can handle arguments
with them
( They should be skilful enough to
know the way to measure length
of the trouser, customer etc.
PR`C
( ºice temperature
maintained inside the store
( 2 trial rooms , sufficient to
support size of the store
( Absence of mirrors in the
trial room
( ater not available in the
store , gets it after 10mins
though in nice glasses
`MPROVMT
( ater dispenser should be
present inside the
showroom to make
customer feel easy during
summers
( Trial rooms are the place
where customer makes
decision thus seating must
be provided at that place
and proper mirrors must be
available.
`

( ºo alteration available at the
store
( The store manager at billing
counter asks for an hour for
alteration and fail to give
trouser even after couple of
hours
( Store manager asks for Rs.30
for alteration which is highly ( Money should not be charged
unprofessional
( ºo receipt offered in return of
the alter clothes thus, no
proof to claim the apparel
`MPROVMT
( Receipt must be provided to
the customer if returned
trouser for alteration
( Keeping a separate tailor for
the separate might increase
the costs thus a tie- up should
be done with tailors present
nearby to complete their
work on priority basis
for any kind of alteration like
followed at Large retail
formats like lifestyle,
shoppers stop etc.
PR`C `MPROVMT

( ºice clean outlet with ( A separate entrance is

sensor gates required for the store and
( Mall design in such a way the restaurant to avoid
that one needs to enter the chaos.
store to go to the top floor
where restaurant is present
causing chaos at the
entrance
PR`C `MPROVMT

( Books well placed on the

( More stock required to
shelves but only the best
compete with Landmark
sellers available thus
and Crossword
making them lesser than
their competitors in the
segment
( Fragrances nicely displayed
in the store
PR`C `MPROVMT
( A nice gentle salesman present at ( Keys of various shelves
the watch counter
( hen asked to show a particular must be arranged nicely
watch , keys to open the shelf was
missing with tags on the key ring
( Salesman tried 10 keys to open the making it easier for the
shelf to take out the watch but
none of them worked sales man to handle them
( Argument given : Dz Person who ( Intra staff arguments must
handles these 3 brands has gone
to toilet and keys are with himdz be conducted after the
which is highly unprofessional
( Salesman arrived after 15 minutes customer leaves thus
but apologised for his mistake proper training required
( Argument started between the
two salesman in front of the
customer

`

( Billing counter had a long
queue as 2 counters available
for all the products from a
small 50 rupees book to
10,000 rupees watch
( Card machine had some
failure for around 10 minutes
thus adding to the queue and
creating pressure on the
person on the billing counter
( Éclairs chocolate is given
instead of the change by the
store
`MPROVMT
( Billing counter can be segregated
in 2 forms
Ñ One for the cash and other for the
card
Ñ One for a particular product
category and second for the other
with big tags written over the
counter to avoid confusion
( Keeping coins to return is not a big
task for the store and that looks
more professional
( Considering the products available
at the store , they should offer
small chocolates to the kids to
make them happy as the actual
consumers will then force their
parents to visit the same store in
the future
Considering the high competition in the market, it is important
for companies to give some extra care on the touch points
because this act as an interface between the customer and the
store and a nice experience will help in retaining the customer
for the organization.